This dissertation studies from a qualitative perspective how Facebook users are influenced by social media in their consumer purchasing decisions. Although advertisement, influencer content, electronic word-of-mouth (eWOM) and brand credibility are the most studied marketing instruments separately, a very limited amount of research has been done on how consumers experience the combination of these stimuli and how they interpret and integrate these stimuli within a single social media platform. Via semi-structured interviews and reflective-thematic analysis, the research investigates how users make sense of, assess and combine a set of social media content during the decision-making process. Results show a well-established trust hierarchy where recommendations by friends are considered the most credible, followed by influencers and ads. Participants highlighted the importance of authenticity, social proof, and the desire to have a physical product experience. Algorithm-based personalized delivery was viewed as both helpful and invading. The decision process seemed to happen non-linearly and was highly dependent from the social dimension, brand credibility was identified as a factor which was influencing other stimuli.